| Summary: | Introduction
TikTok, the video-sharing app popular among youth, is a source of
user-generated content about nicotine addiction with the potential to endorse or
deter nicotine use among young viewers. We systematically analyzed content and
themes of TikTok posts tagged #nicotineaddiction.
Methods
We conducted a quantitative content analysis of the visual and textual content
of the 149 top-viewed English-language TikTok posts tagged #nicotineaddiction
as of 1 March 2021. Posts were double-coded using a shared codebook, noting
content creator characteristics, nicotine products featured, references to quitting,
and overall themes of #nicotineaddiction expressed. We assessed the prevalence
of post characteristics and themes overall and by apparent age of content creators
(aged ≥21 years versus <21 years).
Results
The 149 posts analyzed received a mean and median of 62433 and 15800
likes, respectively. E-cigarettes were referenced or featured in 75% of posts;
58% featured a specific nicotine product brand, most commonly Puff Bar (23%
of total) and JUUL (19%). Overall, 22% of posts mentioned quitting nicotine.
The top themes of #nicotineaddiction expressed were physical or psychological
consequences (e.g. withdrawal symptoms, 46%), physical or psychological benefits
(e.g. tasting good, feeling ‘buzzed’, 28%), and social benefits (e.g. bonding
with fellow users, 28%). Compared to those aged ≥21 years, posts by content
creators likely <21 years (26%) less commonly mentioned quitting (p<0.01), had
fewer followers (p<0.01), were more commonly from Canada (p<0.01) and less
commonly from the US (p<0.01), and more commonly featured JUUL (p<0.05).
Conclusions
While reaching a large and engaged audience, TikTok content creators
suggest a range of benefits and consequences of nicotine addiction. Future research
is warranted to examine this content’s potential to influence young people’s
intentions to use or quit nicotine products.
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